Web Site Technology: To Build or To Buy?

At some point, almost every commercial web site will need more advanced technology, like shopping-cart software or a content-management system. The site then faces the essential question: Build or buy? In this article, June Cohen walks non-technical managers through their choices.

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From the author of

To build or to buy? This is the question many web sites face, as their
technological needs grow. It's a tough question, and a relatively new one.
But the answer is usually "buy." In the early days, site developers
had no choice but to build everything--from the features on their site to the
software behind it--themselves. But the most common needs are now addressed
through commercial products. If at all possible, you should use them. Nine times
out of ten, it's more sensible for companies to buy a technology than to
develop it themselves.

Using third-party products saves you time, money, and frustration, and lets
you focus your efforts on those aspects of your site that matter most. That
said, you shouldn't expect to find a turn-key solution to every
problem.

"I came to the web thinking you have to build everything yourself,
because when I started, you did," says Dave Thau, an industry veteran who
wrote The Book of JavaScript. "Now I'm kind of amazed by what
you can buy... and also how hard it is to get things you buy to work
together."

Whether you're buying a commercial application or building your own,
there are always trade-offs. And it's smart to consider them before
choosing a direction.

3 ways to add a new technology:

Build your own application from scratch.

The advantage of designing and developing your own product is obvious: You
get something custom-made for you and your needs. But there are serious
drawbacks: It takes time and money to develop software. And it doesn't end
when the program's up and running. You still have to document and maintain
what you've built.

Buy a flexible application that can (and must) be customized.

Many third-party technologies can be customized to suit your particular needs
and can evolve as your organization grows. These applications are more like a
toolkit than a finished product: They let your engineers build a product that
meets your specific needs. The flip-side to this flexibility is the work it
takes to customize. You'll need to devote staff--or hire consultants--to
adapt the software to your needs. This can be expensive and time-consuming.

Buy a ready-to-use technology that can be used straight out of the box.

Some off-the-shelf products can be installed and used immediately after
they're purchased, with only minimal configuration. They're fast and
fuss-free, but you may outgrow them. A few months or a few years down the road,
you may find that your site has grown or your needs have changed.

Choosing the Right Technology

To make a good decision on technology, you have to know what you want. If you
know what you need from a product and how much time, money, and effort
you're willing to invest in it, you're more than halfway there.

Before you choose a new technology:

Know what you need.

This may sound simple, but it's the most common mistake people make when
choosing technologies. Your first step shouldn't be assembling a line-up of
products, but figuring out what you would need from one.

Know what you can live without.

You probably won't find a product that precisely matches all your needs.
So it's a good idea to know beforehand what might be negotiable. Which
features are pertinent, and which are preferred?

Think about how you'll grow.

Although it's essential to remain focused on your key needs (and not get
carried away), you should also keep an eye on the future. Your site will grow
and evolve, and you may need the product to grow with it. Will your audience
grow? Will you expand the scope of your site? Will you partner with other sites?
All these changes could alter what you need from the technology and how well it
can serve you.

Get technical advice!

"Make sure you get technical advice on technical products," advises
Lance McDaniel, VP of Creative at SBI and Company. It's a simple
suggestion, sure. But "it's a good one, and it seems not to be
followed much."

Avoiding Potential Pitfalls

What kind of problems might you have with the technologies you buy? Well, to
quote the wise witch in the musical Into the Woods: "They
disappoint, they disappear, they die... but they don't."

The Witch was talking about parents, actually. But web sites have the same
problems with their chosen technology partners.

Potential problems in buying technology:

The technology doesn't live up to your expectations.

The vendor doesn't provide adequate support.

The vendor goes out of business.

You can't always predict or prevent these problems, but you can do your
best to avoid them by asking the right questions before you buy.